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Video games dominate Britain’s entertainment industry, yet we lack the critical vocabulary to unders

Cultural realities tend to lag behind economic ones. How else to explain that the UK’s biggest (worth £4.5bn-plus in annual sales) and fastest-growing (at close to 20 per cent annually) entertainment medium still barely registers on the nation’s more rarefied intellectual radar? I am talking, of course, about video games – as the field of interactive entertainment still rather quaintly tends to be known. And the reason for its neglect is not so much snobbery as a gaping absence in our critical vocabulary and sensibilities.

When, today, we ask a question such as “Is it art?” we are no longer looking for a yes or no answer. The 20th century decided that urinals, cans of soup, recorded silence, heaps of bricks and fake human excrement could all be art, of a certain kind. Under these circumstances, it would be more than a little perverse to deny the idea of art to objects as lovingly crafted, as considered and as creative as video games. The question that’s really at stake is something more specific. If video games are art, what kind of art are they? What are their particular attributes and potential? And, perhaps most importantly, just how good are they?

I recently posed similar questions to someone who is very definitely both an artist and a gamer: the writer Naomi Alderman. Alderman’s first novel, Disobedience, appeared in 2006 and won her the Orange Award for New Writers. In parallel to her work as a literary writer, however, she also spent three years pursuing a very different kind of career: that of lead writer on the experimental “alternate reality” game Perplex City. To many authors, such a venture might have felt like a period of time away from “real” writing. Yet, Alderman explained, for her it was more a discovery that these two modes of writing were not only compatible, but symbiotic. I asked her whether she had preferred working on her novel or on the game. “I couldn’t choose,” she said. “I feel that if I were to give up either the novel or the game, I wouldn’t be able to do the other.”

It’s a creative interconnection Alderman traces back to her childhood. “My first memory of playing a game was around 1981, when my mum took me to the Puffin Club exhibition, a kind of roadshow for kids who read books published by Puffin. I remember they had a bank of computers at this one where you could queue up to get ten minutes playing a text-based adventure game. And I thought, ‘This is absolutely brilliant.’ I was fascinated.” These games were some of the first things it was possible to play on a computer in which plot and character meant more than a handful of pixels dashing across the screen. For Alderman, as for many others, the experience was closely associated “with stories and with the idea of being able to walk into a story”. And the dizzying kind of thought experiment that the best fiction can undertake – its gleeful defiance of the rules of time and nature – lies close to the heart of what video games do best.

As a modern example, Alderman describes a game called Katamari. In it, for want of a better description, you roll stuff up. You control, she tells me, “a little ball, which is effectively sticky, and you’re rolling it around a landscape picking stuff up. As you do so, your ball gets bigger and bigger. It’s almost impossible to explain how much fun this is, the pleasure of growing your little ball, which starts off just big enough to pick up pins and sweets from a tabletop and ends up picking envelopes, then televisions, then tables, then houses, then streets; until in the end you can roll it across the whole world picking up clouds and continents.”

Katamari may sound like an oddity, but its pleasures are typical of a central kind of video-game experience, in that they are in part architectural: something one inhabits and encounters incrementally; a space designed to be occupied and experienced rather than viewed simply as a whole. Players in a well-made game will relish not just its appearance but also the feel of exploring and gradually mastering its unreal space. Yet, in what sense is any of this art, or even artistic? Just as every word within a novel has to be written, of course, every single element of any video game has to be crafted from scratch. To talk about the “art” element of games is, I would argue, to talk about the point at which this fantastically intricate undertaking achieves a particular concentration, complexity and resonance.

It’s worth remembering, too, just how young a medium video games are. Commercial games have existed for barely 30 years; the analogy with film, now almost 120 years old, is an illuminating one. In December 1895, the Lumière brothers, Auguste and Louis, showed the first films of real-life images to a paying audience, in Paris. This, clearly, was a medium, but not yet an art form; and for its first decade, film remained largely a novelty, a technology that astounded viewers with images such as trains rushing into a station, sending early audiences running out of cinemas in terror. It took several decades for film to master its own, unique artistic language: cinematography. It took time, too, for audiences to expect more from it than raw wonder or exhilaration. Yet today you would be hard-pushed to find a single person who does not admire at least one film as a work of art.

If, however, you ask about video games, the chances are that you’ll find plenty of people who don’t play them at all, let alone consider them of any artistic interest. This is hardly surprising: at first glance it can seem that many games remain, in artistic terms, at the level of cinema’s train entering a station – occasions for technological shock and awe, rather than for the more densely refined emotions of art.

Yet the nature of games as a creative medium has changed profoundly in recent years – as I discovered when I spoke to Justin Villiers, an award-winning screenwriter and film-maker who since late 2007 has been plying his trade in the realm of video games. Even a few years ago, he explained, his career move would have been artistically unthinkable. “In the old days, the games industry fed on itself. You’d have designers who were brought up on video games writing games themselves, so they were entirely self-referential; all the characters sounded like refugees from weak Star Trek episodes or Lord of the Rings out-takes. But now there is new blood in the industry – people with backgrounds in cinema and theatre and comic books and television. In the area in which I work, writing and direction, games are just starting to offer genuine catharsis, or to bring about epiphanies; they’re becoming more than simple tools to sublimate our desires or our fight for survival.”

I suggest the film analogy, and wonder what stage of cinema games now correspond to. “It reminds me of the late 1960s and early 1970s, because there were no rules, or, as soon as there were some, someone would come along and break them. Kubrick needed a lens for 2001: a Space Odyssey that didn’t exist, so, together with the director of photography, he invented one.” How does this translate to the world of games? “It’s like that in the industry right now. Around a table you have the creative director, lead animator, game designer, sound designer and me, and we’re all trying to work out how to create a moment in a game or a sequence that has never been done before, ever.”

Villiers is, he admits, an unlikely evangelist: someone who was initially deeply sceptical of games’ claims as art. But it would be wrong, he concedes, simply to assume that the current explosion of talent within the gaming industry will allow it to overtake film or television as a storytelling medium. Today’s best games may be as good as some films in their scripts, performances, art direction and suchlike. But most are still much worse; and in any case, the most cinematic games are already splitting off into a hybrid subgenre that lies outside the mainstream of gaming. If we are to understand the future of games, as both a medium and an art form, we must look to what is unique about them. And that is their interactivity.

To explore this further, I spoke to a game designer who is responsible for some of the most visionary titles to appear in recent years – Jenova Chen. Chen is co-founder of the California-based games studio thatgamecompany, a young firm whose mission, as he explains it, is breathtakingly simple: to produce games that are “beneficial and relevant to adult life; that can touch you as books, films and music can”.

Chen’s latest game, Flower, is the partial fulfilment of these ambitions, a work whose genesis in many ways seems closer to that of a poem or painting than an interactive entertainment. “I grew up in Shanghai,” he explains. “A huge city, one of the world’s biggest and most polluted. Then I came to America and one day I was driving from Los Angeles to San Francisco and I saw endless fields of green grass, and rows and rows of windmill farms. And I was shocked, because up until then I had never seen a scene like this. So I started to think: wouldn’t it be nice for people living in a city to turn a games console into a portal, leading into these endless green fields?”

From this grew a game that is both incredibly simple and utterly compelling. You control a petal from a single flower, and must move it around a shimmering landscape of fields and a gradually approaching city by directing a wind to blow it along, gathering other petals from other flowers as you go. Touch a button on the control pad to make the wind blow harder; let go to soften it; gently shift the controller in the air to change directions. You can, as I did on my first play, simply trace eddies in the air, or gust between tens of thousands of blades of grass. Or you can press further into the world of the game and begin to learn how the landscape of both city and fields is altered by your touch, springing into light and life as you pass.

“We want the player to feel like they are healing,” Chen tells me, “that they are creating life and energy and spreading light and love.” If this sounds hopelessly naive, it is important to remember that the sophistication of a game experience depends not so much on its conceptual complexity as on the intricacy of its execution. In Flower, immense effort has gone into making something that appears simple and beautiful, but that is minutely reactive and adaptable. Here, the sensation of “flow” – of immersion in the task of illumination and exploration – connects to some of those fundamental emotions that are the basis of all enduring art: its ability to enthral and transport its audience, to stir in them a heightened sense of time and place.

Still, an important question remains. What can’t games do? On the one hand, work such as Chen’s points to a huge potential audience for whole new genres of game. On the other hand, there are certain limitations inherent in the very fabric of an interactive medium, perhaps the most important of which is also the most basic: its lack of inevitability. As the tech-savvy critic and author Steven Poole has argued, “great stories depend for their effect on irreversibility – and this is because life, too, is irreversible. The pity and terror that Aristotle says we feel as spectators to a tragedy are clearly dependent on our apprehension of circumstances that cannot be undone.” Games have only a limited, and often incidental, ability to convey such feelings.

Thus, the greatest pleasure of games is immersion: you move, explore and learn, sometimes in the company of thousands of other players. There is nothing inherently mindless about such an interaction; but nor should there be any question of games replacing books or films. Instead – just as the printed word, recorded music and moving images have already done – this interactive art will continue to develop along with its audience. It will, I believe, become one of the central ways in which we seek to understand (and distract, and delight) ourselves in the 21st century. And, for the coming generations – for which the world before video games will seem as remote a past as one without cinema does to us – the best gift we can bequeath is a muscular and discerning critical engagement.

Tom Chatfield is the arts and books editor of Prospect magazine. His book on the culture of video games, “Gameland”, is forthcoming from Virgin Books (£18.99)

VIDEO GAMES: THE CANON

Pong (1972). The first true video game. Bounce a square white blob between two white bats. A software revolution.

Pac-Man (1980). A little yellow ball, in a maze, eating dots, being chased by ghosts. The beauty of interactive complexity arising from something simple and slightly crazy – and still fiendishly fun today.

Tetris (1989). This utterly abstract puzzle of falling blocks and vanishing lines was launched on the Nintendo Game Boy and single-handedly guaranteed the hand-held console’s triumph as a global phenomenon. Perhaps the purest logical play experience ever created.

Civilization (1991). View the world from the top down and guide a civilisation from hunter-gathering to landing on the moon. Hours, days and months of utterly absorbing micromanagement.

Doom (1993). Run around a scary maze wielding a selection of big guns being chased by aliens. Then chase your friends. Doom did it first and created a genre. For the first time, a computer had made grown men tremble.

Ultima Online (1997). Enter a living, breathing online world with thousands of other players; become a tradesman, buy your own house, chat, make and betray new friends. The first multiplayer online role-playing game is still, for many, the purest and greatest of them all.

The Sims (2000). Simulated daily activities for virtual people; help them and watch them live. For those who think games are all violent and mindless, note that this began the best-selling series of games in history – more than 100 million copies sold, and counting.

Bejeweled (2001). A simple, pretty puzzle game that changed the games industry simply because it could be downloaded in minutes by any computer attached to the internet. Digital distribution is the future, and this title first proved it.

Guitar Hero (2005). Live out your dreams of rock deification with friends gathered round to watch you pummel a plastic guitar. A revolution in cross-media: cool, sociable fun, and a licence to print money for its creators.

Wii Sports (2006). Wave your arms around while holding a white controller. Now anyone could play tennis and go bowling with family and friends in the living room. Nintendo delivered another revolution in gaming with this debut title for its Wii console.

This article first appeared in the 04 May 2009 issue of the New Statesman, Flu: Everything you need to know

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Starting Star Wars: How George Lucas came to create a galaxy

On the 40th anniversary of the release of the original Star Wars, George Lucas biographer James Cooray Smith shares the unlikely story of how the first film got made.

While making THX 1138 in 1970, writer/director George Lucas told composer Lalo Schifrin that he wanted to make a Flash Gordon picture, an updating of the 40s sci-fi serials that he’d enjoyed as a child. It would, however, be those serials not as they were, but how he remembered them as having been. When the rights to these proved unavailable, he began to work on original idea, hoping to create something similar, but which he would own himself.

In January 1973, after completing his 50s nostalgia picture American Graffiti but before its release, Lucas began his outline for this space adventure. The first line of this near-incomprehensible document was The Story of Mace Windu. Mace Windu, a revered Jedi-Bendu of Opuchi who was related to Usby CJ Thape, Padewaan learner to the famed Jedi.’

"Jedi" was a word Lucas had coined to describe a clan of warrior mystics who were essential to his story. A man whose fascination for Japanese cinema had become a general interest in Japanese cultural history, he’d named them after the branch of Japanese drama that drew moral and instructive lessons from stories set in the past – Jidai geki.

This version is set in the thirty-third century and features a teenage Princess, droids, an Evil Empire and a grizzled Jedi warrior, General Skywalker, whose plot role resembles Luke’s from the finished film, although his character is Obi-Wan Kenobi’s. It climaxes with a space dogfight and ends with a medal ceremony. Among the planets named are Alderaan (here the Imperial capital) and Yavin, at this point the Wookiee homeworld. Some characters from this draft (Valorum, Mace Windu) would eventually find a home in The Phantom Menace more than twenty years later.

By May Lucas had a 132 page script, The Adventure of Anikin Starkiller. Skywalker had acquired the forename Luke but was no longer the protagonist. This was Anikin (sic) Starkiller, one of the sons of General Skywalker’s old comrade, the partially mechanical renegade Kane Starkiller. Anikin had to protect a Princess, aided by two robots R2-D2 and C-3PO.

Lucas had worked backwards from Flash Gordon, looking to uncover the source of his appeal, hoping to transfer it to his own story. Once he’d worked his way through the comic strips of Gordon’s creator Alex Raymond, he tackled Edgar Rice Burroughs, Jules Verne and Edwin Arnold’s Gulliver on Mars. Conversations with his New Hollywood peers about the archetypes thrown up by his reading – and which he increasingly saw everywhere – brought him into contact with Joseph Campbell’s then newly published Myths to Live By (1972) an anthology of lectures and essays from a man who devoted his career to identifying the basic archetypal characters and situations which he felt underpinned all human mythologies.

"The book began to focus what I had already been doing intuitively" Lucas later said, an idea which seemed to him to itself reinforce Campbell’s contention that such archetypes and situations dwelled in a collective unconsciousness. Lucas expanded his reading to epics of all kinds, and began planning a visual style that would combine the vistas of Japanese master director Akira Kurosawa with the kind of static-camera realism which he’d used on American Graffiti.

Lucas wanted over-exposed colours and lots of shadows, but shot in a way that made them seem unremarkable. Seeing the Apollo missions return from the moon "littered with weightless candy bar wrappers and old Tang jars, no more exotic than the family station wagon" had illustrated to him the problem with every fantasy movie ever made. Their worlds never looked like people lived in them. His film would depict a "used future". Describing the aesthetic he’d sought to American Cinematographer he explained: "I wanted the seeming contradiction of…fantasy combined with the feel of a documentary."  To Lucas Star Wars wasn’t science fiction, it was "documentary fantasy".

There was only one studio executive Lucas thought had any hope of understanding what he was trying to do, Fox’s Alan Ladd Jr, son of the late actor. Like Lucas and his contemporaries in New Hollywood, Ladd was a man driven by a love of cinema. Lucas could communicate with him through a shared vocabulary, describe a planned scene as being like something from The Searchers (John Ford, 1956) or Fahrenheit 451 (Francois Truffaut, 1966) and be understood. Ten days after his presentation to Ladd, they signed a development deal. Fox agreed to pay Lucas $15,000 to develop a script, plus $50,000 to write the movie and another $100,000 to direct it, should it actually be made. American Graffiti associate producer Gary Kurtz was named as Producer for Star Wars, and received $50,000.

The script development money gave Lucas enough to live on whilst he continued work on the screenplay. As he did so it changed again; a ‘Kiber Crystal’ was written in and then written out. Skywalker became Deak Starkiller’s overweight younger brother before becoming the farm boy familiar from the finished film. Characters swapped names and roles. A new character named Darth Vader – sometimes a rogue Jedi, sometimes a member of the rival ‘Knights of Sith’ – had his role expanded. Some drafts killed him during the explosion of the Death Star, others allowed him to survive; across subsequent drafts his role grew. Some previously major characters disappeared altogether, pushed into a "backstory", Lucas choosing to develop the practically realisable aspects of his story.

This is an important clarification to the idea that Star Wars was "always" a part of a larger saga, one later incarnated in its sequels and prequels. That’s true, but not in an absolutely literal way. Star Wars itself isn’t an excerpted chunk of a vast plotline, the rest of which was then made over the next few decades. It’s a distillation of as much of a vast, abstract, unfinished epic as could be pitched as a fairly cheap film to be shot using the technology of the mid 1970s. And even then much of the equipment used to make the film would be literally invented by Lucas and his crew during production.

In August 1973 Graffiti was released and became a box office sensation, not only did the profits make Lucas rich (he became, at 29, a millionaire literally overnight) its success meant that Lucas was able to renegotiate the terms of his Fox deal. Rather than making demands in the traditional arenas of salary and percentages Lucas wanted control of the music, sequel and merchandising rights to his creations. Fox conceded him 60 per cent of the merchandising, aware of its potential value to them, but eventually agreed that Lucas’s share would rise by 20 per cent a year for two years after the film’s release. Few films made money from spin-off products for a whole 24 months, and Star Wars would surely be no different. Lucas got the sequel rights as well, albeit with the proviso that any sequel had to be in production within two years of the film’s release or all rights would revert to Fox.

Most important amongst Lucas’ demands was that, if it went ahead, he wanted the film to be made by his own company, not by Fox. That way he could control the budget and ensure all charges and costs made to the production were legitimately spent on the film. The experience of watching Mackenna’s Gold being made while a student on placement a decade earlier had taught him just how much money a studio could waste, and on a film like Star Wars – which was both ambitious and would inevitably be under-budgeted – it was crucial that this did not happen. Control of the music rights also had a sound reason behind it. Universal were making a fortune out of an American Graffiti soundtrack that was simply a repackaging of old hits featured in the movie. Of the profits of this Lucas saw nothing despite having selected the tracks featured and fought long and hard for their inclusion in his film.

In March 1975, Ladd took Lucas’ draft to the Fox board. They passed it and budgeted the film at $8.5m. Characters bounced in and out of that script right up to the preparation of the shooting draft, dated 15 January 1976. This was tailored to be as close to the film’s proposed budget as possible, and contain as many of the ideas, characters and situations Lucas had spent the past few years developing as he considered feasible.

This draft is the first version of the script in which Kenobi dies fighting Vader. Previously he had been injured, but escaped with Luke’s party. Alec Guinness, who had already been cast, was initially unhappy with this change, but was persuaded by Lucas that a heroic death followed by appearances as a spectral voice would prove more memorable to audiences than his spending the last third of the film sitting on Yavin whilst the X-Wings went into battle.

Filming began on location in Tozeur, Tunisia on 22 March 1976. Before shooting Lucas sat his crew down and made them watch four films which he felt between them defined what he was after in Star Wars. Stanley Kubrick’s 2001 (1969), Douglas Trumbull’s 1975 Silent Running, Sergio Leone’s Once Upon a Time In the West and Fellini’s Satyricon (Both 1969). The Leone picture was full of the sun-blasted vistas Lucas wanted to evoke for Tatooine, and the Fellini film, with its aspects of travelogue and attempts to portray an entire society in a fly-on-the-wall manner gave an idea of the "documentary fantasy" approach the director was so keen on. All four films shared one vital element: they’re windows onto lived-in worlds remarkable to audiences but regarded as ordinary by the film’s characters.

The first scenes shot for Star Wars were those of Luke buying Artoo and Threepio from the Jawas outside his foster parents’ home. Producer Kurtz had allowed 11 days for the shoot, after that a borrowed army C130 Hercules was scheduled to pick up the cast and crew.

A few days into shooting, creature make-up man Stuart Freeborn was taken ill and had to be flown back to Britain where he was diagnosed with pneumonia. Other crew members contracted dysentery. On 26 March Tunisia experienced its first winter rainstorm for half a century, damaging equipment and exterior sets delaying filming of key scenes.

Lucas wanted the stormtroopers to ride ‘dewbacks’, dinosaur-like domesticated beasts that allowed the troops to move across the desert. One dewback was built, out of foam rubber stretched over a wire frame. It could only be used in the background and no one was ever seen riding one. The other live animal Lucas wanted to portray was a Bantha, a huge horned, shaggy beast reminiscent of a prehistoric mammoth. It was to be the mode of transport for the Tusken Raiders, faintly Bedouin, vaguely mechanically-enhanced humanoids who attacked Luke in the Jundland wastes. In the end, creating the beasts proved impossible, and while they were referred to in dialogue in scenes that were shot (‘bantha tracks…’) none of their sequences were lensed.

As hard as the shoot was on Lucas, he at least had an idea of what he was trying to do and how it would all fit together. The actors, suffering stomach troubles, sunburn and long days, were less clear. Anthony Daniels trapped inside an almost immovable fibreglass body suit suffered the worst. Twenty five years later he would give credit for helping him to get through the Tunisia filming to Alec Guinness. "He was incredibly kind to me…I firmly believe that I wouldn’t have completed that arduous task of shooting without him."

Once the Tunisian shoot was over, the cast moved to EMI Elstree Studios in Borehamwood, outside of London. Star Wars was being made in the UK because it wasn’t possible to shoot the film in Hollywood at that time, not that Lucas – with his lifelong disdain of LA itself – wanted to anyway. Star Wars required nine stages simultaneously, something that no Hollywood studio complex could guarantee at anything like sufficient notice. In March 1975 producer Kurtz had flown to Italy to look at studio space, but found nothing suitable. He then caught a plane to London, where Lucas joined him.

Together they scouted UK film studios. Pinewood was a possibility, but management insisted Lucasfilm hire their technicians, a condition which became a deal-breaker. Neither Shepperton nor Twickenham had enough sound stages (although the giant Stage H at Shepperton  - bigger than any stage at Elstree – would ultimately house one scene of the film) which left only EMI Elstree. Then losing £1 million a year, Elstree was being kept open more or less on the insistence of Harold Wilson’s government, whose allies in the Trades Union movement considered the closing of the facility unconscionable. Elstree had no staff, and anyone who wished to rent it had to supply their own technicians and much of their own equipment. Off-putting to many, it sealed the deal for Lucas and Kurtz, who wanted to move their own people in. They hired the facility for seventeen weeks starting at the beginning of March 1976.

To design and build the sets needed to turn to Elstree into a realisation of Lucas’s screenplay they hired John Barry, a British designer who had worked under Ken Adam on Barry Lyndon (Stanley Kubrick, 1975) a film Lucas admired enough to hire its costumier John Rollo as well.

Elstree’s two largest stages were given over to Mos Eisley Spaceport and the interior of the Death Star. Both the Mos Eisley hangar bay and the one inside the Death Star which replaced it on the same stage were constructed around the full size Millennium Falcon set created by John Barry’s protege Norman Reynolds. Built by Naval engineers at Pembroke Dock, Wales it was 65 feet in diameter, 16 feet high and 80 feet long. It weighed 23 tonnes.

The absence of Stuart Freeborn, still recovering from Tunisia, meant that most of the aliens seen in the Mos Eisley cantina sequence were completed by assistants and lacked any articulation at all. Unhappy with the scenes as shot, Lucas resolved to do to re-shoots back in the USA.

The last scenes to be shot were for the opening battle, as Vader and his stormtroopers boarded the blockade runner. With little time Lucas used six cameras, manning one himself (Kurtz manned another) and shot the sequence in two takes. The six cameras produced so many different perspectives on the action that even the duplicated events that are in the film are unnoticeable. The finished sequence, chaotic though the creation of it was, is amongst the best put together moments in the movie, a superb evocation of Lucas’ documentary fantasy approach, and the cameras dart in and out of the action like reporters shooting newsreel footage. Virtually the first live action seen in the picture, its style later went a long way towards convincing audiences that what they were seeing was somehow real.

Principal photography completed on 16 July 1976, although some re-shoots and pick up shots for the Tatooine sequences were undertaken in Yuma, Arizona in early 1977. Amongst those scenes shot were those featuring the Banthas. Lucas borrowed a trained elephant from Marine World, and had it dressed to resemble a more hirsute, fearsome pachyderm. Mark Hamill was unavailable to participate. He’d crashed his car of the Antelope Freeway in LA shortly before and was undergoing painful facial reconstructive surgery. Although Hamill should have been involved in the re-shoot, in scenes of Luke’s landspeeder moving across the desert, Lucas had no choice but to film them without him; he took a double to the shoot, dressed him in Luke’s costume and put Threepio in the foreground. Also re-shot, over two days in La Brea, California, were portions of the cantina sequence. New cutaways and background shots were filmed to be inserted into the Elstree footage in order to eliminate as of the unsatisfactory masks as possible.

While supervising editing of the film Lucas experienced chest pains, and was rushed to hospital where he was treated for a suspected heart attack. He was later diagnosed with hypertension and exhaustion, both exacerbated by his diabetes.

Fox were by now trying to book Star Wars into cinemas, and had picked a release date in May, long before the 4th July public holiday, long regarded as the opening weekend of summer. Fox wanted $10m in advance bookings for Star Wars, desperate to recoup an investment that internal studio sources had now decided was foolish. They secured less than $2m, and achieved that only by implying to theatres that they wouldn’t be offered Charles Jarrot’s much-anticipated The Other Side of Midnight if they didn’t sign up for Star Wars too. Before its release several exhibitors complained at this "block booking" and filed suits; Fox was later fined $25,000 for the practice, punished for forcing cinemas to agree to show something which was, by the time they paid the fine, the most financially successful movie ever made.

In early 1977 Lucas screened Star Wars for a group of friends, it was nearly finished – although the opening crawl was longer and many of the special effects shots were absent, represented instead by sequences from World War II films and real combat footage shot by the USAF. Among those present were Brian De Palma, Alan Ladd Jnr, Steven Spielberg and Jay Cocks. Martin Scorsese had been invited but troubles editing his own New York, New York meant he didn’t turn up.

De Palma hated Star Wars, and spent the post-screening dinner rubbishing it to anyone who would listen. Others present were unsurprised, De Palma had behaved in the same way during the group screening of Scorsese’s’ Taxi Driver; laughing loudly through Cybill Shepherd’s conversations with Robert de Niro, and at one point shouting "Shit!" halfway through a tense scene. Only Spielberg seemed impressed, and told Lucas that he thought Star Wars would take $100m. Lucas pointed out that nothing took $100m, and countered that Spielberg’s Close Encounters of the Third Kind would do better at the box office. The two directors wrote what they considered realistic estimations of what each other’s film would make in its first six months of release on the inside of matchbooks, which they then traded. By the time Lucas got round to opening Spielberg’s matchbook and saw the figure $33m in his friend’s scrawling hand Star Wars had already made ten times that.

Odd as it seems now, when every blockbuster is prefaced by months of breathless, unrelenting media "enthusiasm", Star Wars wasn’t released on a wave of hype or accompanied by an extensive marketing campaign. It was released (on 25 May 1977) to thirty-two screens, after a barely publicised premiere at Mann’s Chinese Theatre in Hollywood. It made $2.8m in its opening week, but didn’t receive a nationwide release for two months. Despite almost unprecedented success in preview screenings, Fox were still unsure of what to do with Lucas’ bizarre children’s film. Indeed it, only got a Hollywood opening at all because William Friedkin’s Sorcerer – which had been intended for this slot at Mann’s – wasn’t finished.

So negative had advance feeling about Star Wars been that Lucas left the country; he was still in LA on opening day, finishing the sound edit (he was unhappy with the copy playing downtown, and unknowingly embarking on a lifetime of revising his movie) but the next day he and his wife (and Star Wars film editor) Marcia flew to Hawaii, where they were joined by friends, including Spielberg and Amy Irving. It was an attempt to escape what Lucas felt would be the inevitable terrible reviews and wrath of the studio. Even when Ladd called him to share his excitement over the movie’s colossal opening weekend, Lucas was unmoved; all movies labelled science fiction did well in their first few days due to the business attracted by the neglected fanbase for such things. It was only when the film continued to do outstanding business and was expanded to more and more theatres that Lucas considered returning early from his holiday, and began to realise that the film he’d just delivered had changed his life.

As "Star Wars" expanded into more cinemas, and people began to queue round the block to see it, shares in Fox climbed from well under $10.00 to $11.50 each; over the next three months the value rose to $24.62, nearly trebling in price, such was the film’s value to the embattled studio. It was a magnificent vindication for Alan Ladd Jr, who had more than once had to intervene to stop colleagues closing down the film’s production completely. He had never lost faith in Lucas and his bizarre idea, but he was virtually the only person employed by Fox itself who hadn’t.

Just a few weeks before, as the end of the financial year approached, Fox had tried, and failed, to sell its investment in Star Wars to a German merchant bank as an emergency pre-tax write off.

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